泰国人爆买中国家电

21世纪经济报道02-12

记者丨赖镇桃编辑丨和佳这几年，中国家电企业纷纷在泰国落点“最大”工厂。2025年7月，海信集团海外最大生产基地——泰国HHA智能制造工业园奠基仪式举行。去年9月，海尔泰国春武里空调工业园正式投产，这是中国品牌在东南亚地区规模最大的空调制造基地。去年10月，TCL旗下的奥马冰箱得到泰国投资促进委员会（BOI）的批准在泰国建生产基地，还有2022年已正式投产的美的春武里府空调工厂，是美的在海外规模最大...

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appliances","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"00300":0.9,"06690":0.9,"01169":0.71},"content_text":"记者丨赖镇桃编辑丨和佳这几年，中国家电企业纷纷在泰国落点“最大”工厂。2025年7月，海信集团海外最大生产基地——泰国HHA智能制造工业园奠基仪式举行。去年9月，海尔泰国春武里空调工业园正式投产，这是中国品牌在东南亚地区规模最大的空调制造基地。去年10月，TCL旗下的奥马冰箱得到泰国投资促进委员会（BOI）的批准在泰国建生产基地，还有2022年已正式投产的美的春武里府空调工厂，是美的在海外规模最大的数智化工厂。可以说，泰国已经“挤满”了来建厂的家电巨头。“我们工厂是海尔空气产业在海外第一个最大的工厂，也是我们海尔空气产业外产外销在这布局海外供应链的重要一环。”海尔泰国空调春武里园区总经理杨帅告诉21世纪经济报道记者，工厂建设周期历经了9个月，创下了行业建设速度的记录。工厂也引进了数字孪生工业仿真技术，打造了覆盖安全、能源等八大场景的1:1数字孪生园区。家电巨头“扎堆”去泰国建厂，实际上背靠国产家电在泰国的强势市场地位。海尔已经连续四年稳坐泰国空调“榜一”之位，美的的冰箱和微波炉在泰国是数一数二的存在，TCL已是泰国电视市占率的第二大品牌。以前泰国人的生活，基本是被日韩品牌填满的，但现在他们反而越来越离不开中国家电，以前许多人以为“性价比”就是家电出海的最大利器，但在泰国实地调研、对话家电行业的工厂、销售端负责人之后，会发现国产家电的核心竞争力有着丰富的维度：它是更具科技感也更懂本地需求的产品设计，能让一台洗衣机在泰国卖出8万泰铢（约合1.8万人民币）的高单价；它是依靠供应链和数字工厂高效运转带来的成本管理优势；它是细致到考究产品标语如何贴、TikTok短视频转化率的极致营销方法论……中国家电出海，如何在异国他乡把客场打造为主场，泰国是一个生动的观察窗口。SFC出品丨21财经客户端 21世纪经济报道编辑丨黎雨桐","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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